14 DAY TRIAL // Video game publisher Activision Blizzard was blind sided by the rather massive leak of information about Call of Duty: Modern Warfare 3 that happened at the beginning of the week but rather than issue complex denials and ignore the information that was out the company chose to work with it and use it to hype its new game project.
Speaking to Joystiq, Eric Hirshberg, who is the chief executive officer of Activision Publishing, has stated, “There are ways that you can respond that actually turn the lemons into lemonade. And that's what we tried to do.”
He added, “Responding is different than reacting or overreacting, or not reacting. Showing a willingness to be a part of the connected, digital, social universe we live in as a company is very powerful.”
Hirshberg says that Activision tried to look at the situation from the perspective of the fans that follow all news about the Call of Duty series and who had up until that moment been kept in the dark about the game that the publisher was set to launch during the fall of this year.
After surveying the information that was offered in the leak Activision put out four small trailers for Call of Duty: Modern Warfare 3, which validated some of the story details offered but kept an air of mystery.
The developers at Infinity Ward, who are actually working on Modern Warfare 3, have said that a lot of the information that was offered was not accurate and that the game had many surprises in store for its fans.
The single player elements of the game will be focused on old faces and a new Delta Force operative, called Frost, as they are aiming to track down and eliminate Makarov, just as the United States and a resurgent Russia are fighting an all-out war.